The Marketing Analytics Stack - How to Use Customer Data for Traction and Growth

THEMARKETING ANALYTICS

#STACKwww.popcornmetrics.com [email protected] @popcornmetrics

“customer data, without depending on developers”

www.popcornmetrics.com [email protected] @popcornmetrics

Paul Boyce, CEO3rd Startup20 yrs Tech & Sales4years @JP MorganHacker, Coder, Marketer

Luis Correia, COOChartered EngineerCustomer SuccessHacker


#marketing #analytics @popcornmetrics

great session on #marketing #analytics by @popcornmetrics at @seedcamp

+feedback



GROWTH(TRACTION)


TRACTION

DATA


TRACTION

DATA TOOLS


TRACTION

DATA TOOLS

PROCESS

Data.without data, you’re guessing.


KISS.(it can get complicated)


What data should you track?


track everything,

decide from 1 (or 2)


How do we model growth?


Pirate Metrics


What’s my TRUE North?pirate + omtm


What’s my TRUE North?pick 1


TRUE North can CHANGE


What makes a good metric?


A “Good” Metric is:Comparative: “vs last week”Ratio/Rate: “%, per hr/day” Understandable: “team”Actionable: “not vanity”


What’s more useful?

20 miles - distance20 mph - speed

20 mph/s - acceleration


a good metricchanges your behaviour


Exercise:

1. Write your top 3-5 metrics (watch daily)2. How many are good?3. Can you eliminate any?4. What could you add?5. Could you drive from just one?


Benchmarks.(how well are you doing?)


SaaS:Start Trial: 5-10%

Subscribe: 15-25%Churn: 2% <5%

-------------------------------------------------------------------------------------

Upsell 20% (annual $)TRIALS: 20% serious | 20% casual | 60% curious


user content:pinterest: 14 mins, tumblr: 21 mins, facebook:60 mins

Time on Site: 17mins / day-------------------------------------------------------------------------------------

5-15% generate content80% content < 2% of users


e-commerce:amazon: 9.6%, ebay: 11.5%

-------------------------------------------------------------------------------------

startups: 1-3%

2% -> 10% : loyal | skus | repeat4.5% mobile searches >> purchase


tools.


should you build in house?


THEMARKETING ANALYTICS

#STACKwww.popcornmetrics.com [email protected] @popcornmetrics


Session Analyticse.g.Google Analytics

User Lifecycle Messaginge.g. Customer.io, Intercom.io

Feedback, Surveyse.g. Web Engage, Qualaroo, Hotjar

User Analytics (Funnels, Cohorts)e.g. Mixpanel, KISSmetrics, Woopra

Chate.g. Olark, Intercom, Zopim

A/B Teste.g. VWO,Optimizely

Channel Pixele.g. facebook, twitter, adroll, perfect audience

1. Channel: google analytics

2. Conversion Funnel: mixpanel, kissmetrics, woopra

3. Lifecycle Emails: customer.io, intercom.io


Channel Report + EventsSet up an Event for an event called add to cart

ga('send', 'event', 'ecommerce','Add to Cart');


Channel Report + Events


channel: anonymous/pagesuser centric

gated funnelsvisual

user walkthruA/B test (messaging tools)


Deep Conversions: Playmode


Funnels: uber & micro


COHORTS 101:

"The cohort report is the single best tool for analyzing how customer behavior shifts over

time." (Hiten Shah, KISSmetrics)


COHORTS:


“a group of people who share a common characteristic over a certain period of time.”

e.g. customers who signed up on 1st March have the same signup date.”


COHORTS:


Lifecycle Emails

timed | triggeredwww.popcornmetrics.com [email protected] @popcornmetrics

goal: get user to the NEXT step

educate + motivate


1. Warm welcome: initial value2. How to: next step(s)3. Halfway: reminder4. Conversion: close/offer5. Canceled: ask why?


Test, Test, Test:

● subject● time of day● frequency● CTAs


we send a lot of emails.


tools need data:

so, how to get customer data?


Event Driven: Tools need DATA


engineers do this: marketers do this:


Process.turning guesses into facts


1. MODEL: pirate metrics AARRR2. BASELINE: install metrics3. FOCUS: what’s your stage? where’s north?5. BRAINSTORM: instincts/guesses?6. BACKLOG & PRIORITISE: fast, easy, roi7. EXPERIMENT: hypothesis + result7. MEASURE: facts8. ITERATE: diminishing returns, downstream


Process.discipline + focus


RESOURCES:


Blogs I Follow:

Lincoln Murphy (16ventures.com)GrooveHQ (groovehq.com/blog)

Baremetrics (baremetrics.com/blog)David Balfour (coelevate.com)


3 months FREE for Seedcamp Family

signup: http://PopcornMetrics.com


http://popcornmetrics.com

7 Essentials of Marketing Analyticshttp://blog.PopcornMetrics.com


http://blog.popcornmetrics.com/6-essentials-of-marketing-analytics-a-beginners-guide-for-startup-growth-hackers/

http://blog.popcornmetrics.com/6-essentials-of-marketing-analytics-a-beginners-guide-for-startup-growth-hackers/

QUESTIONS:


thank you.


The Marketing Analytics Stack - How to Use Customer Data for Traction and Growth

Data & Analytics

Transcript of The Marketing Analytics Stack - How to Use Customer Data for Traction and Growth